【摘要】：伴隨電力體制改革的不斷深入,供電公司的生產(chǎn)運(yùn)營(yíng)環(huán)境發(fā)生了變化。售電側(cè)競(jìng)爭(zhēng)機(jī)制的引入使得供電公司面臨的競(jìng)爭(zhēng)更加激烈,品牌建設(shè)作為提高公司競(jìng)爭(zhēng)力的重要手段之一,有助于公司適應(yīng)市場(chǎng)形勢(shì)的變化,實(shí)現(xiàn)長(zhǎng)遠(yuǎn)發(fā)展。本文在學(xué)習(xí)國(guó)內(nèi)外相關(guān)文獻(xiàn)的基礎(chǔ)上,明確電網(wǎng)品牌內(nèi)涵,闡述SWOT模型以及電網(wǎng)品牌建設(shè)工作涉及的主要階段與核心內(nèi)容。然后從品牌塑造、品牌管理、品牌傳播、品牌維護(hù)等方面詳細(xì)闡述J市供電公司品牌建設(shè)的現(xiàn)狀,同時(shí)指出存在的問(wèn)題。繼而利用SWOT模型分析J市供電公司品牌建設(shè)存在的優(yōu)勢(shì)與劣勢(shì),以及面臨的機(jī)會(huì)與威脅,根據(jù)分析結(jié)果給出J市供電公司品牌建設(shè)的總體建議。最后,根據(jù)J市供電公司品牌建設(shè)所處的內(nèi)外部環(huán)境,構(gòu)建涵蓋指導(dǎo)原則、工作抓手、工作維度、提升目標(biāo)的J市供電公司品牌建設(shè)總體策略,并從品牌塑造、品牌傳播、品牌維護(hù)、品牌保障等方面詳細(xì)介紹品牌建設(shè)的具體方法。在品牌塑造方面,打造地域特色服務(wù),加強(qiáng)與利益相關(guān)方的溝通,同時(shí)深化社會(huì)責(zé)任管理;在品牌傳播方面,綜合利用新媒體等傳播手段,拓寬傳播渠道,豐富正面?zhèn)鞑?nèi)容;在品牌維護(hù)方面,建立輿情、信訪、法律三位一體品牌維護(hù)工作機(jī)制;在品牌保障措施方面,健全工作體系,規(guī)范管理過(guò)程,提升隊(duì)伍素質(zhì)。本文通過(guò)對(duì)J市供電公司品牌建設(shè)工作的研究,旨在總結(jié)出電力體制改革背景下的品牌建設(shè)策略,豐富電力企業(yè)品牌化理論研究的案例。本文的研究成果不僅為J市供電公司品牌建設(shè)工作指明了方向,而且對(duì)其他供電公司開(kāi)展品牌建設(shè)工作具有一定的借鑒意義。
[Abstract]:With the deepening of power system reform, the production and operation environment of power supply companies has changed. The introduction of the competition mechanism makes the competition facing the power supply companies more fierce. Brand building as an important means to improve the competitiveness of the company helps the company adapt to the changes in the market situation and achieve long-term development. On the basis of studying the relevant literature at home and abroad, this paper clarifies the connotation of power grid brand, expounds the SWOT model and the main stages and core contents of power grid brand construction. Then from the brand shaping, brand management, brand communication, brand maintenance and other aspects of the current situation of J City power supply company brand construction, and pointed out the existing problems. Then we use SWOT model to analyze the strengths and weaknesses of J power supply company brand construction, as well as the opportunities and threats faced by J power supply company. According to the analysis results, the author gives the overall suggestions of J power supply company brand construction. Finally, according to the internal and external environment of J City Power supply Company brand construction, build the overall strategy of J City Power supply Company brand construction, including guiding principle, work grasp, work dimension, promotion goal, and from brand shaping, brand communication. Brand maintenance, brand protection and other aspects of the specific methods of brand building. In the aspect of brand building, we should create regional characteristic service, strengthen communication with stakeholders, deepen social responsibility management, and comprehensively utilize new media and other means of communication in brand communication to broaden communication channels and enrich positive communication content. In the aspect of brand maintenance, we should establish the working mechanism of public opinion, petition and law, perfect the working system, standardize the management process and improve the quality of the team. Through the research on the brand construction of power supply company in J city, this paper aims to summarize the brand construction strategy under the background of electric power system reform, and enrich the case of brand theory research of electric power enterprise. The research results of this paper not only point out the direction of brand construction in J City Power supply Company, but also have some reference significance for other power supply companies to carry out brand building work.
【學(xué)位授予單位】：華北電力大學(xué)(北京)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F273.2;F426.61

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